Social Media to Mass Media

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					Exchange4Media Conclave

       Rahul Welde

        VP Media
        Unilever
       Asia AMET
Slowdown

New Rules ?
  The fallout from the slowdown

• Wake-up call across the spectrum

• Renewed focus on costs

• Heightened competition

• Back to basics
Widespread impact on Media and
       Communication
What are the new rules ?

Are there any new Rules ?
  Two big themes will ride
         the future

• Ideas

• Accountability
Accountability is in sharp focus

• Return on marketing spends

• Agency – Performance/Delivery

• Role of Procurement is here to stay

• Enhanced audits/controls
 Return on Marketing Spends –
     An ongoing challenge

• Consumer value – topmost priority

• Importance of In-store activation

• Greater attention on Analytics

• Balance between Efficiency and Effectiveness ?
      Agency Performance is
          under focus

• Sharp challenge on legacy relationships –
  surfeit of pitches

• Stronger linkage to delivery – the new norm
  – Agency performance
  – Brand performance
 Role of Procurement and Audits


• Paramount to good governance
   – Witness = Prosecutor = Judge ??

• Relevant expertise or Bad cops

Audits and role of procurement is here to stay ;

Relevant stakeholders and not some evil witch(es)
Great Ideas still rule
Great Ideas still rule


New rules/models of
 idea generation
        and
    execution
   New rules/models of idea
   generation and execution

• Big ideas that travel

• Non-linear process

• Network approach

• Crowd / Open Sourcing
                 Big Ideas that travel
                AXE Wake Up Service

•   Integrated campaign leveraging new media

•   Activated on all channels to drive a sexy mobile application

•   Results
      • Awareness up to 80%, Cool/Stylish/Trendy 38%
      • Purchased more than twice up to 36.8% from 14.2%
             Network Approach
           Dove Ugly Betty - China

Collaboration - agencies, producers and media
Media           Creative
        Brand
        PR




Media
        Brand      Digital




        Creative
            PR


 Mobiles              Social




Media                   Digital
           Brand


In-store              Content




           Creative
Ideas Generation and Execution
     Non-linear processes

• Life cycle of ideas – getting shorter

• Number of ideas required – more

• Speed of response - faster

• Frequency of changes – very high
 Big changes in consumer
        landscape

• Role of traditional media

• Role of consumers

  – Word of Mouth
  – Social Media
Requirement for communication
               Experience


   Dialogue                  Deeper



Respond         Content       Interact



  Fulfilling                Enriched


                Engage
               Experience


   Dialogue                  Deeper



Respond         Content       Interact



  Fulfilling                Enriched


                Engage
       Yesterday’s thinking


Interruption




                Engagement
     Today’s imperative

Interruption
                Engagement




Conversations
Marketing takes a day to learn……...

Unfortunately it takes a lifetime to master - Philip Kotler


            Product                      Place




              Price
                                        Promotion




                      Kotler’s Mix
   “Participation”

          is

the 5th P of Marketing
Traditional mass media is still a
    key influencer/channel
     Influence of Traditional
         Media is waning


• Driven by digital / new media


• Consumer perceptions and trust
                Too much advertising is
                      annoying
         Turned off by the ads
         % agreeing
    35




    30
%




    25
                TV ads are annoying

    20          Enjoy ads as much as TV
                programmes


    15
         1989     1990   1991   1992   1993   1994   1995   1996   1997   1998   1999   2000   2001   2002




         Source: TGI
   Growing fatigue and cynicism
   towards Marketing messages
                “Shooting down
             advertising has become
                 a kind of sport”

                                                      98% of direct marketing is :
                                                       Ignored……Annoying…
                                                      …Wasteful……Insulting…
                                                          …Irresponsible…




         Source: Jonathan Bond, Richard Kirshenbaum,
‘Under the Radar - Talking to Today’s Cynical Consumer’
 Trust for consumers is highest

Word of Mouth                    US 81%
                              WW 70%



     Editorial         56%
                       55%


  Advertising          55%
                        59%

      2006 eMarketer
                   The degree of friendship remains the
                       strongest driver of influence
      “Thinking about sources of information about products or services that you use, how much do you trust these
                                                          sources?”
                               (4 or 5 on a scale of 1 [don’t trust at all] to 5 [trust completely])

                                                                                                                65%
                                Opinion of family/friends/colleagues                                              67%
                                                                                                        39%
                           Information on a manufacturer's Web site
                                                                                                      36%

                                Consumer review on a retailer's site                                 34%
                                                                                                       36%
                                                                                                      35%
A review of the product or service in a newspaper or magazine or on TV
                                                                                                     34%
                                                                                               30%
                            Information you find via a search engine
                                                                                                 32%
                                                                                              29%
                          Consumer review on a product review site                              31%
                                                                                             28%
                                 Information on a retailer's Web site
                                                                                            27%

       Information in online chat rooms or discussion boards/forums                  19%
                                                                                      20%

                                                                                   17%
                                    A review by a blogger/on a blog                 18%
                                                                                                       Male
                                                                                14%                    Female
                                                 Email newsletters
                                                                                 15%



             Base: 13,076 European online adults and youth
             Source: European Technographics® Media, Marketing, And Social Computing Online Survey
Emergence of Social Media
 Why does social media matter?
                                                    Exploding
                                                • Millions joining everyday
                            1.335,870,000



308,692,000                                     • Active Social Networking

                                                • Billions of “Tweets”,”Likes”
              350,000,000       1,177,128,000



                                                • 400 Mln + Facebook users

                                                • 200 Mln + Mobile SN users
Why does social media matter?
                                                Engaging
                                           • Avg time: 5hours:35min/month

                                           • 42% have uploaded a photo
                                           • 15% have uploaded a video
                                           • 12% have authored a blog

                                           • Communicating Online?
                                             – 33% use Facebook
                                             – 44% use eMail
                                             – 23% use other Social Tools



Source: GroupM 2010 consolidated figures
              Enormous Influence

      Original
                                                  Marketers
        Art
                                                  may ignore
                                                  social media….
                                                  ….But Social
                                                  media will
Paperchase Stationeries in UK face outrage from
                                                  not ignore
Twitter users seeking Valentines Day boycott
over possible copyright infringement              marketers
Proliferating Consumer Content
Worldwide users of consumer-generated content (millions)

   2006                          128.0

   2007                                  147.5

   2008                                      169.7

   2009                                          195.7

   2010                                                  225.8

   2011                                                      253.6




  Source: eMarketer 2007
       “Participation”

              is

    the 5th P of Marketing



Consumer participation is
     the big shift
         and
    an opportunity.
Peperami - Redefining Marketing

   • Leading meat snack brand in UK

   • Targets young blokes and kids
              Redefining Marketing

•   Leveraging internet, social media, communities

•   Disruptive approach – no agency

•   “Crowd-sourcing” as a way of life

•   This is not UGC !
            What is “Crowd-sourcing”

•   Distributed problem solving

•   Social media strategy where online users come
    together for a common interest or task, to
    exchange ideas, information and opinions.

•   Quickly disperse on completion – not in control
    of the marketer.
How does “Crowd-sourcing” work ?
     What is Peperami’s disruptive approach

•   No advertising agency

•   Advertising brief farmed out on the internet

•   1200 responses in 6 weeks

•   Idea shortlisted and converted into a campaign
                Benefits to Peperami

•   Access to many more ideas

•   Fraction of the conventional cost

•   Output as strong as conventional route

•   Open-sourcing for more engagement possibilities
Ideas Factory !
      Great Ideas still rule

        The rules are changing

• Big ideas that travel

• Non-linear process

• Network approach

• Crowd / Open Sourcing
          Summary

     Two big themes will
       ride the future

• Ideas

• Accountability

				
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